enterprise relationship management

Enterprise Marketing Automation

SHEETAL WAGHMARE

M.TECH (Computer Science & Data Processing)

IIT KHARAGPUR

EMAIL-ID: shitu2iitkgp@gmail.com

sheetalw3@gmail.com

EMA provides information about the business including

Competitors

industry trends

EMA utilises Data Mining and OLAP (online analytical

processing) is computer processing that enables a user to

easily and selectively extract and view data from different

points of view.

We needed to bring all of our data together to gain better insight into our fans’ purchasing behavior and preferences.As a result, we are able to drive better customer interactions across multiple channels, including email and SMS in particular.

INTERRUPTION MARKETING: It refers to promoting a

product through continued advertising, promotions, public

relations and sales

Telemarketing: act of promoting a good or service over the telephone

Print Advertising: promote a product via newspapers or magazines

Direct Mail: promotional circulars sent directly via mail

E-mail Spam: electronic mails sent to large mailing lists

TV/Radio Advertisements: promote a product via television and radio

Marketers obtain permission before advancing to the next step in

the purchasing process. For example, they ask permission to send

email newsletters to prospective customers

Interruption Vs Permission

1. Customer Intelligence

2. Extraction and analyses of the intelligence

3. Campaign definition and planning based on that data analysis

4. Campaign monitoring tools that handle lead generation

5. Response management

6. Workflow so that there is uniform customer view across the enterprise

OPT-IN

When you fill out an online form at the website with your vital statistics, often at bottom of form there are checkboxes that ask you whether you would like to receive further information or an e-mail update on the product. This is “opting-in”

OPT-OUT

An opt-out variation –

the checkbox is already

checked and you have

to uncheck it to opt out

of the newsletter update

or further information.

This is “opt-out”.

Opt-in principle is

more favourable than

the Opt-out principle

Note: Traditional banner ad click through rates is 0.5%

Traditional interruption mail is 1% and at most 2%

Click through rates for opt-in email is 7% – 10%

Steps in planning an marketing campaign

1. Determine the objectives of the campaign

2. Identify the internal market

3. Choose an interaction or influence strategy

4. Develop the content of the program

5. Select the marketing strategy

6. Implementing the program

EMA uses the internet to

capture, extract, and analyze information

about each customer and each market

segment

It gives you the design tools to

plan, execute, monitor, and refine your

marketing campaigns to the level of the

individual within the market segment

EMA workflow allows all parties to see

exactly what they are permitted to see in all

marketing campaigns as they evolve

EMA tools are distinguished from traditional marketing tools by their ability to

capture, extract and analyze customer information from multiple and often platform-

independent sources and realize the results through the web

The EMA analysis provides in depth profiling information on customer

preferences, buying behavior, revenue, profitability and purchasing frequency

EMA tools have the ability to capture, extract and analyze customer information from

platform independent sources

Good analytic software cannot only reduce the cost of customer acquisition, but

also identify those customers who are potentially going to take their business to your

competitors

(1) Promotions – Steps to boot the sale

(2) Events - Webinars

(3) Loyalty and retention programs

(4) Partner and channel management

(5) Response management – Closed-loop feedback

Segmentation is a dynamic ongoing process which is

Measurable

Approachable

Significant

Differentiable

Affordable

Personalization is the process of customizing interaction with a

customer based on his or her explicit interest and preferences, or

interest and preferences that are derived from other data about

customer

Give individuals the choice on how their personal information

is going to be used online, especially if the use is unrelated to

the purpose for which it was collected (opt-in). Minimally allow

the individuals the ability to have it and not to opt-out